The Study On Network Marketing Performance Evaluation Based On Fuzzy Theory

With the development of the Internet and the globalization of trade, the Internet has become a new force which affected the development of marketing. The rise and development of network marketing can not separate from the development of the Internet. The widespread use of network marketing makes internet marketing performance emerged. Network marketing performance evaluation makes objective and accurate evaluation on the development of enterprises and operating results, which to sum up and improve the network marketing activities. The paper mainly takes the network marketing performance evaluation as the research object, has constructed a network marketing performance evaluation system by deeply analyzing the characteristics, connotation, mode, current situation of Internet marketing, and the connotation, characteristics of network marketing performance evaluation and the influence factor of network marketing performance. Meanwhile, the paper mainly takes the fuzzy theory as the basis, considering the advantages of the fuzzy evaluation method and the characteristics of network marketing performance evaluation. So the multi-level fuzzy comprehensive evaluating model is applied to the network marketing performance evaluation. Takes the Dangdang and Mecox Lane as examples, evaluates the two enterprises network marketing performance finally. Through the comparative analysis to evaluating result of the two enterprises, proposed measures to improve the performance level of network marketing of network marketing companies. This paper in order to do something for the relevant research of the network marketing performance evaluation, and to improve the level of our corporates’ network marketing performance.Firstly, the paper summarizes the domestic and foreign related research from three aspects which are the definition of network marketing, performance evaluation index system of network marketing and network marketing performance evaluation methods. Based on the analysis and summary of predecessors’ research results, makes clear about the significance of this study, and introduces the research contents and methods, the innovation of this paper and deficiencies.Secondly, the paper deeply analyzes and researches the network marketing and performance evaluation two aspects. In the network marketing, analyzes and researches its characteristics and connotation, and current situation. In the internet marketing performance, analyzes and researches its the connotation, characteristics and the influence factor. In-depth analysis and researching in these two areas and on the basis of consulting experts, established a wider scientific network marketing performance evaluation index system which contains four levels, three categories, nine level two indexes, twenty-four level three indexes.Lastly, the paper mainly takes the fuzzy theory as the basis, taking into account the advantages that the integrated fuzzy evaluation method can more naturally and processing of human thought initiative and ambiguity, combined with the network marketing performance assessment is a complex assessment process characteristics, which has the characteristics of more than one factor, multi-index and the qualitative and quantitative indicators binding. So the multi-level fuzzy comprehensive evaluating model is applied to the network marketing performance evaluation.Taking the Dangdang and Mecox Lane as examples, takes the survey method and expert evaluation method to obtain the data, evaluates the two enterprises network marketing performance finally, in order to do something for the relevant research of the network marketing performance evaluation, and to improve the level of our corporates’ network marketing performance. Based on the evaluation results, proposes measures to the targeted enterprises to improve the performance of network marketing.